Protein rich eggs are proving to be a Gen Z breakfast staple
Gen Z's desire for protein is driving egg consumption both for the at-home and food service markets, according to a new report.
The Breakfast Smarter study revealed ‘strong momentum' for eggs driven primarily by those born after 1997, along with the slightly older Millennial age group, who are increasingly recognising eggs as a key staple for modern, protein-rich diets.
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According to British Egg Industry Council (BEIC) figures, by the end of 2025, annual consumption reached 209 eggs per person, representing a 27% increase over the past two decades. Approximately 39.6 million eggs are consumed daily in the UK. In 2025 alone, retail sales grew in value by 10%, reaching an estimated £2.1 billion.
Best for breakfast
It should come as no surprise that breakfast continues to strengthen its position as the leading occasion for egg consumption, supported by a shift towards less processed morning meals. The British Egg Industry Council (BEIC) report shows cooked breakfasts have made a clear comeback, with eggs increasingly chosen for their health benefits, versatility and ease of preparation.
Weekday mornings are fuelling demand, with nearly 6 in 10 (58%) egg breakfasts now eaten midweek, up 8% year-on-year. More than half of those questioned said they chose eggs because they are quick to cook.
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Nick Allen, chief executive of the BEIC, said: "British Lion eggs are one of UK agriculture's strongest success stories, and this report shows just how central they have become to modern breakfast and brunch culture.
"With younger consumers driving sustained growth across both retail and foodservice, eggs' unique combination of nutrition, value and convenience, alongside the reassurance of the British Lion mark, means the opportunity for operators and retailers is significant."
Complete protein
Health, value and convenience remain central to consumer decision‑making. Eggs are widely recognised as a natural, complete protein that aligns with modern nutritional priorities, while also offering affordability and quick preparation, attributes that continue to resonate with families and busy professionals.
The out‑of‑home breakfast market is also expanding, with operators reporting strong morning traffic and growing demand for egg‑based dishes. Lightspeed EPOS data shows egg dishes consistently account for 8%–9% of all breakfast transactions with the most successful operators generate more than 20% of breakfast revenue from eggs.
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The report also identified further opportunities for operators through premium brunch formats, simple menu upgrades and the expansion of on‑the‑go egg options such as baps, wraps and pots. The versatility of eggs and their operational simplicity make them a reliable lever for both value‑led and premium propositions.
